New visual identity, X Games League, AI judging, sports betting, and global expansion mark the dawn of a new era
X Games Goes “ALL IN” on the Future of Action Sports
X Games, the global epicenter of action sports, has announced a sweeping transformation that marks the beginning of its next chapter. Known for turning outsiders into icons and pushing the limits of what’s possible, X Games is doubling down on its rebellious spirit while reimagining the future of sport.
The new era begins with a bold visual rebrand—a fresh logo and identity built for a generation that thrives on individuality, creativity, and constant evolution. This rebrand is only the first step in a visionary roadmap set to shape the next 30 years of action sports.
At the center of this revolution is the X Games League (XGL), the first-ever year-round, team-based league in action sports. Launching in Summer 2026, the league will see athletes drafted into teams, competing across both summer and winter events. Over 150 athletes have already declared for the inaugural draft, signaling massive anticipation.
“X Games has always been where outsiders became icons and impossible became possible. We’re staying true to that DNA—pushing limits, celebrating individuality, and challenging the status quo—but we’re also reimagining what’s next. This is more than a rebrand. This is the future of sports. And our athletes and partners are ALL IN.”
said Jeremy Bloom, CEO of X Games
The Future of X Games: Key Moves
- X Games League (2026): Led by Annie Lokesh (formerly of the WNBA), this groundbreaking team-based league will redefine fan engagement with rivalries, athlete drafts, and year-round competition.
- AI-Powered Judging (The OWL): A revolutionary system offering real-time, transparent scoring for greater accuracy and trust.
- Sports Betting & Fantasy Sports: Unlocking a $17B+ U.S. market while driving deeper connections with fans under 35.
- Year-Round Global Events: Expanding beyond the traditional seasonal format, bringing more competitions to more countries with local-language broadcasts.
- Athlete-First Model: Larger prize purses, new revenue streams, and enhanced storytelling to celebrate athletes.
- Festival-Style Experiences: Merging sport, music, culture, and technology for immersive, unforgettable live events.
- Explosive Social Growth: Building on doubled YouTube subscribers (2M) and a reach of over 16M across platforms, with sharper focus on fan interaction.
The message is clear: X Games is no longer just an event—it’s a movement. With a new identity, a team-based league, cutting-edge technology, and global expansion, the brand is redefining how fans and athletes connect.
The next era of action sports has arrived, and X Games is officially ALL IN.